Harvard University Summer School
This course involves the study of the issues involved in identifying, and developing, relationships with international markets. The course analyzes the marketing that occurs across national boundaries. Never before in the history of this country has international marketing been so critically important.
Textbooks & Required Reading:
Global Marketing, 9th Edition
Authors: Keegan and Green
Upon satisfactory completion of this course competency, a student should have the ability to analyze, discuss, describe, and demonstrate the marketing processes and strategies that firms utilize when marketing their products ion foreign countries. This includes American companies marketing elsewhere as well as foreign firms marketing their products here in the USA.
The course will be conducted through lectures, discussion, and case analysis.
Course Policies and Requirements:
The project is a marketing proposal for a new, or an existing product or service, to be marketed in a new country. The Project Group will present to the class, and seek their approval to proceed. We will discuss particulars in class. The proposal apply the lessons learned in this course and seek to demonstrate the profit potential of the new product/service opportunity and the problems that need to be overcome in order to achieve success. Final project topics are due by July 23.
The proposal will address each of the following issues: market potential for your product in the national market you are proposing to enter together with a sales forecast for the first 5 years, product sourcing, competition, barriers to entry, political environment, favorable attributes of the country for the product/business, problems anticipated after entry.
The class presentation should last about 20 minutes, using visual aids to bring out the main findings of the project. It will cover all the issues listed above.
The written report should not exceed 15 pages of double-spaced typescript, excluding tables, charts and references. This report will be submitted prior to the presentations on July 31.
You are responsible for understanding Harvard Summer School policies on academic integrity (http://www.summer.harvard.edu/resources-policies/resources-support-academic-integrity) and how to use the resources responsibly. Not knowing the rules, misunderstanding the rules, running out of time, submitting the wrong draft, or being overwhelmed with multiple demands are not acceptable excuses. To support your learning about academic citation rules, please visit the Resources to Support Academic Integrity (http://www.summer.harvard/resources-policies/resources-support-academic-integrity where you will find links to the Harvard Guide to Using Sources and two free online 15-minute tutorials to test your knowledge of academic citation policy. The tutorials are anonymous open-learning tools. You are also encouraged to visit the Harvard Guide to Using Sources: http://usingsources.fas.harvard.edu
|MGMT S-6040 syllabus|
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